Letting Users Create the Advertising

Instead of pummeling their own advertising at target consumers, Sprint created an aggregation site of its own that essentially allowed users to control the advertising content. The site allows users to upload videos of "firsts" that they've shot using their new 4G Sprint Evo phones, a form of journalism and advertising in and of itself. While this is not "news" content, the website shows video and documentation of things that people consider important — something journalists strive to do. Essentially, users are the ones advertising the product.

Megan Durisin
Justin Bailey